LVMH, ConsenSys, Microsoft Unveil AURA: A New Era of Digital Luxury

AURA: The New‑Age Passport for Luxury Goods

ConsenSys, together with LVMH and Microsoft, just dropped a brand‑new platform called AURA. Think of it as the ultimate “irreplaceable ticket” for every thing that’s high‑end: from the raw materials up to that gleaming second‑hand resale.

Why this is a big deal

From raw to retail – Every step of a luxury item’s journey gets etched onto an Ethereum‑based ledger.
Proof of authenticity on tap – Buy it, and you can pull up a certificate that tells you where it came from, what it’s made of, and even its eco‑footprint.
Second‑hand made painless – Used luxury items get the same tamper‑proof attestation, making off‑market sales trust‑worthy.

The LVMH Involvement

Icons like Louis Vuitton and Parfums Christian Dior are already on board. A lot of other LVMH labels are being invited to jump into the mix, and upscale groups around the globe are eyeing a spot.

A Trail of Trail‑blazing Tech

Ethereum Quorum – A permissioned, privacy‑friendly flavour of Ethereum, perfect for an industry that thrives on confidentiality.
ERC‑721 NFT smart contracts – Each luxury item becomes a unique, verifiable token.
Consortium model – Any brand can join the club as a full member, keeping things bite‑size and brand‑specific.

What AURA Means for Brands and Buyers

With a one‑stop ledger, brands can:

Track sourcing or pivot to bespoke services, all while keeping the data private.
Offer loyalty perks that are genuinely traceable.
Show off their green credentials or ethical sourcing at each consumer touchpoint.

For shoppers, the experience feels like owning a backstage pass: you’re handed a certificate that confirms every detail, from the grain to the craftsmanship, plus handy care and warranty instructions.

ConsenSys Says

Ken Timsit, the Managing Director of ConsenSys Solutions, raved, “AURA is a groundbreaking innovation for the luxury industry. We’re excited to help LVMH make the entire high‑end sector safer, more transparent, and genuinely private through the magic of Ethereum.”